ANALISIS PENGARUH PERSEPSI HARGA, KUALITAS PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK PERUSAHAAN HENKY GLASS & CRAFT DI SEMARANG ( Studi Pada Perusahaan Henky Glass & Craft Semarang )

Abstract

This research aims to determinehow much the influence of price’s perception, product quality, and promotion toward purchasing decision for henky glass & craft product in semarang. This research also aims to analyze the most dominant factor in influencing purchasing decision for henky glass & craft product in semarang. According to data sales target and total sales of henky glass & craft, it shows that the sales of henky glass & craft have not fulfilled sales target optimally. Henky glass & craft encounters sales declination over two years from 2011-2012 and henky glass & craft also encounters target failure over 3 years from 2010-2012. Population in this research is the whole henky glass & craft consumers in semarang. Sample for this research equals to 100 respondents. Sampling technique for this research is done by Accidental Sampling technique. The type of the data is a primer data. The method in collecting data uses questionnaire. Analysis technique which is used by this research is a multiple regression. Result of the research which based on statistic data analysis means that the indicators of this research is valid and its variable is reliable. In the classical assumption test, free regression model multicollinearity, heteroscedasdasticity does not happen, and distributed normally. Further analysis result shows that those three variables which are used in this research, variable quality of the product shows the result of the most dominant in influencing purchasing decision with regression coefficient of 0.403 followed by variable price’s perception with a regression coefficient of 0.275 and promotion variables with regression coefficient of 0.267. analysis result by using multiple regression shows that: price’s perception positively influences on purchase decision. Product quality has positive influence on the purchase decision. Promotion positively influences on purchase decision